World renowned energy drink, Power Horse announces strategic tie-up with Modern Refreshment Company

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Under the agreement, Modern Refreshment Company, a subsidiary of Masafi Mineral Water Company, will be the main sales partner of PH Middle East Co. Wll in the UAE, tasked with promoting and distributing the popular energy drink across the UAE and the Sultanate of Oman.

The new partnership was announced at a press conference in Dubai on January 19, addressed by Mr. Franz J. Krispel, Chief Executive Officer of PH Middle East Co. Wll., Mr. Ashraf Abushady, General Manager (Sales, Marketing and Distribution) of Masafi and also Modern Refreshment Company, Mr. Youmni F. Al Jrab, Sales and Marketing Manager of Modern Refreshment Company and Howard Walkington, Logistics Manager, Jebel Ali Free Zone, PH Middle East Co. Wll.

Mr. Franz Krispel said: 'Power Horse is happy to forge this strategic alliance with Modern Refreshment Company with the aim of further enhancing its image and customer base in the UAE and Gulf. As the producer of a world-class energy drink, PH Middle East Co. Wll, selected Modern Refreshment Company as its key sales partner in this country largely because of their excellent reputation for delivering high quality services.

He added:'Modern Refreshment Company's excellent distribution network supported by the commitment to quality and innovative policies pursued by its parent company, Masafi, will give Power Horse the opportunity to penetrate the UAE market more effectively. As our exclusive distributor in the UAE, we can count on their efforts to make the Power Horse drink available to a wider segment of the population in the UAE. Through this excellent tie-up we are confident that Power Horse will become the leading energy drink in the UAE and Gulf'.

Mr. Krispel said that Power Horse has set itself apart from its competitors on account of the unique design of the original Power Horse can in addition to the product's high quality, the careful selection of ingredients and its inimitable taste.

Power Horse has embarked on an aggressive marketing strategy to promote the brand which includes sponsoring the champion UAE rally driver, Shaikh Khalid Al Qassimi as its Middle East and World Rally Car Pro-driver for the 2004 season.

Mr. Ashraf Abushady said: 'Power Horse is one of the strongest growing brands within the energy drinks market worldwide. In the Middle East it has made a strong impact as one of the leading energy drink products that can be safely consumed by a health conscious public. Modern Refreshment Company is delighted to enter into this important arrangement with PH Middle East Co. Wll, and help promote this superb energy drink brand (Power Horse) within the UAE and the Sultanate of Oman. As a result of this initiative Modern Refreshment Company will provide Power Horse with the opportunity to obtain massive visibility for their products across the UAE and the Sultanate of Oman, and also benefit from the numerous opportunities and services offered to our partners'.

Power Horse as a brand is owned and produced by S. Spitz GmbH (an Austrian-based), who has a 150-year long tradition in the food and beverage business with more than 900 product ranges. S. Spitz GmbH is globally active in the segment of carbonated nonalcoholic softdrinks, and is enjoyed by all adults who want to supply their bodies with extra energy, regardless of their background and chosen lifestyle. Power Horse's core target groups include business people, athletes, students, and those who undertake sport in their leisure time.

Modern Refreshment Company has one of the fastest growing distribution networks for beverage products in the UAE. As a major distributor of premium quality products, the company is investing heavily in attracting quality and safe international products, and in further enhancing its distribution network. Modern Refreshment Company meets the requirements of its clients with the help of a dedicated and well-trained team of marketing-oriented professionals and a large fleet of vehicles covering the entire country.